Emotiv System

Emotiv System Min Company Background When suntan Le and Nam Do sold their confederacy and doed a bombastic of money in 2003, they decided to take a new repugn about processing mavin quests. Then, together with Allan Snyder, a physicist and Neil Weste, a break up designer, they founded Emotiv Systems Inc.. The company built a R&D lab to explicate a workable system about whizz signals process. Finally, the team had a breakthrough-successfully developed basic technology called EPOC, which can detect 30 amiable states and process header signals into software algorithms.Now, The company wants to launch this new signifier technology into grocery store. However, there are many issues need to be decided, such as 1. To launch as a PC-only device or both comfort enabled and PC enabled, which is better? 2. If Emotiv plans to launch into sympathize with market, what marketing strategy would best promote rapid adoption? 3. What kind of demand could take place for the EPOC cons ole-enabled? How about if only PC enabled? Technology development about creative thinker activity Actually, many approaches were developed all the time for transmitting brain activity.Tech method Advantage Disadvantage fMRI through with(predicate) magnetic properties of oxygenated rip 1. Able to get strong signals2. Able to distinguish what different brain structures are doing 1. Much cost2. Large size of apparatus PET Through injections of radioactive tracers 1. More portable than fMRI machines 1. Expensive process2. Consumer are grave to be willing to endure EEG Cross brains protective layers 1. Portability2. Low cost 1. Bad effects on signal quality EPOC Through a head set to convey brain signals 1. Portability2.The cost is reasonable According the table above, we knew EPOC is a new technology that is innovative enough for Emotiv to seek launching into market. storage locker-Enabled market Gaming market is certainly a giant market from which the company can earn amounts o f money and creates much profit, especially for console-enabled market. Then, its necessary to seek the lay on the line to cooperate with console makers. The following is the comparison for seeking cooperation with different console makers. Console maker Group of consumer Issues Nintendo Wii Casual gamers 1.Lacking in computational power. 2. Planing to strain on improving existing technology rather than trying a new one. Sony PS3 Mix of hard core games Harm for cooperation1. Sony company was highly divisive with PS3 hardware and software. 2. Sony atomic number 63 was willing to cooperate with Emotiv, but it needed to dense down EPOC just for releasing a simple version. Benefit for cooperation1. Sony PS3 is slight competitive than Wii for less(prenominal) complex controllers and needs a new technology. 2. Sony Europe group has autonomy to decide whether to cooperate with Emotiv. Microsoft Xbox 360 Hard-core gamers 1. Not imply a high-definition DVD in console2. Taking a policy of wait-and-see. 3. Wanna others to establish the concepts first According the comparison above, we can conclude Sony is the best woof if Emotiv manages to convince one of the console makers in time for a flow 2008 debut. And the demand of new product needs to focus on hard-core gamers. Then, the marketing strategy is the key to best facilitate rapid adoption. harvest-time With the platform of Sony PS3 and EPOC systemPrice Using Penetration pricing to overtake market share Place Retail channel including Sony and Best Buy, e-tailers, company Promotion Bundling with PS3, Selling CDs with inclusion of experience, etc PC-Gaming market For gaming, except console gaming, PC gaming also take over a gargantuan part. Therere several features as following. 1. PC gaming was less than 1/5 size of console market. 2. Game development for PC was less concentrated, then there were more PC games. 3. There had been a trend to open brain computer interface technology. . The demand of PC gaming w ould focus on very hard-core gamers and role-playing gamers. 5. PC and Console Gaming profits are inversely proportional to each other. ratiocination According all the information above, theres a expiration that EPOC will have a beautiful prospect with no outcome Console market or PC-Gaming market. Emotiv may launch its technology at both the markets, but what it needs to do the most important presently is firstly to launch at console market, seek to cooperate with Sony, capture the market and finally aim at other goals.